GreenEtiq

GreenEtiq is a Danish skincare brand based in Hornbæk, on the north coast of Zealand. It was founded in June 2020 by Tine Ejlersen Liebeck [2][8], who had previously worked for a larger Danish cosmetics company overseeing purchasing, packaging and product development. The brand builds its range on certified-organic, fully vegan formulas and pairs them with an outspoken environmental ethos.

Its guiding idea is summed up in a line the founder repeats often: "If you can't stand eating it, it's not healthy to put on your skin." GreenEtiq sells directly to consumers through its own online storefront and carries the NATRUE organic certification, an international standard for natural and organic cosmetics.

Tine Ejlersen Liebeck spent about a year and a half planning the company before launch, drawing on earlier experience visiting ingredient producers across Europe and Asia [8]. According to the company, the brand grew out of "a passion for both great skin and the environment." That dual motive — skin health on one side, environmental responsibility on the other — runs through most of how GreenEtiq presents itself.

The company operates from Hornbæk and registers under a Danish company number. It remains a small, founder-led operation rather than part of a larger group.

GreenEtiq positions itself as an organic, vegan skincare brand that avoids animal ingredients entirely. The company frames its choices in food terms, arguing that nothing should go on the skin that a person would not be willing to eat. Its stated mission is environmental: to "protect our environment so that our most precious asset, all our descendants, have a world that is as wonderful, green and lovely to grow up in as we have today."

The brand describes its aim as creating "an exclusive brand with fine green high-quality products," and its products sit at a premium price point. Its tagline is "Better products for a better planet."

On sustainability the company is unusually cautious with the word itself. "Sustainability is a difficult term that we are careful about using, because what is sustainable?" it writes, framing its work as continuous improvement rather than a finished claim [6]. GreenEtiq does, however, make one strong assertion: it describes itself as "the only brand in the world to offer truly organic products made in sustainable packaging" [6] — a self-declared claim rather than an independently verified one.

GreenEtiq's catalogue spans facial care, body care and hair care. Signature items include a 97.3% pure aloe vera gel, an AntiAge and Moisture Day Cream in SPF15 and SPF30 versions, an anti-age eye contour cream made with pomegranate and grape-seed oil, and a body sun lotion. The range also addresses specific concerns such as dry, mature and sensitive skin.

Formulas lean on organic plant ingredients including aloe vera, shea butter, argan oil, apricot kernel oil, pomegranate extract, rosemary and lavender. The company says it works with carefully chosen, family-run raw-material producers and avoids synthetic perfumes, using only mild essential oils. It also describes a close farming partnership in southern Europe, where a grower with decades of organic experience raises roughly 70% of the raw materials on site and where harvested material reaches production within about two hours.

Packaging is treated as part of the product philosophy. GreenEtiq says it prints directly onto primary packaging for about 93% of its range to avoid extra cartons, selects iron-free pumps so that most of its plastic packaging can go straight into recycling, and sources its recyclable shipping materials in Denmark.

The NATRUE certification is central to how the brand describes itself; the founder has called it "almost everything to GreenEtiq" [8]. NATRUE requires that at least 95% of natural and nature-derived substances come from controlled organic farming or wild collection, and it bars animal testing. GreenEtiq states that its products are certified organic with a minimum of 95% organic content and are 100% vegan [5].

The brand reports a series of awards from natural-beauty and green-beauty competitions. In 2021 it says it won Gold and Bronze at the Global Make-up Awards, judged among 130 Scandinavian brands, and was nominated for Best New Brand of the Year at the Danish Beauty Awards [2][8]. It lists further wins at the Natural Beauty Awards across 2022, 2023 and 2024, and a 2023 Beauty Oscars recognition for its organic skincare series. Most of these are reported by the company itself, with the 2021 Global awards partly echoed by outside coverage.

GreenEtiq is active. Its website shows current stock and a 2026 copyright, its Instagram account remains in use, and its most recent listed awards date to 2024. Independent editorial coverage of the brand is limited; documentation of its history and achievements comes largely from its own materials and the certifying body.